Once used exclusively as a way to organize conversations on Twitter, hashtags have grown in popularity and use. Today, many journalists, industry leaders, PR pros, marketers, influencers and consumers use hashtags to uncover breaking news and trends, find like-minded people to talk with and boost their brand(s).

Here are three insights to remember on the hashtag’s anniversary:

1. Promos are OK, but don’t forget to build your community.

Many PR and marketing pros are taking to Twitter to tout their organizations under #Hashtag10. Here are two examples from the Denver Broncos and the Sydney Swans:

Though this is the easiest way to take part in a popular hashtag or social media trend, the tweets from the Broncos and Swans are resonating with Twitter users because the teams have built passionate fan bases.

Don’t rely on keywords and newsjacking instead of fostering a community in which your audience members can learn things and interact with your organization.